Exclusive interview with Infinix’s PR/Online Manager: Africa is the future of handset market

Mr. Camille Marotta is the Public Relations and Online Manager at Infinix Mobility, one of the leading Chinese handset brands in Nigeria. In this interview with ITPulse’s Martin Ekpeke in Lagos, he revealed how the Infinix brand has gradually taken the cetre stage in the African handheld device market. He also believe that with over a billion people in Africa, the continent remains the future of handset market in the world.

Camille Marotta, PR/Online Manager at Infinix

Camille Marotta, PR/Online Manager at Infinix

What is the most exciting thing about the African handset market, especially Nigeria?
Well, first time I came to Africa was November 2014. You can imagine the feedbacks I got from my relatives and friends; it was like what are you going to do in Nigeria? But I actually believe that the African market is much more dynamic than Europe and North America; there is a lot to do here, I will say with over a Billion of habitants in the continent, Africa is the future of handset market. I was so surprised about the enthusiasm of Nigerians toward smart phones and in general about technology. I had visited some of our retail stores partners in Computer Village (Lagos), since I understood what is happening here. Talking about users, Nigerians are extremely aware about the latest trends and always seeking for new gadgets. There are different classes and different needs, Infinix is trying to serve Nigerians according their requirements. If I had to describe Nigerians smart phone users, I will say that they are price conscious and smart users.

At Infinix Mobility we are maximizing the online and offline space. Infinix products are first launched with our e-commerce partners. Retailing model is changing fast in Nigeria, traditional stores are moving online such as SLOT. With a ‘factory to users’ business model, Infinix is offering to consumers value for money. If you are not an “e-shopper”, you still can find us on retail stores

Infinix Mobile is somewhat a late comer into the market, what are the strategies that are helping you to penetrate the market, especially among your competitors?
If you look at the market right now, I will say that Infinix Mobile came at the right time. Today, you hear of X Y Z brands entering the market, but how many of them are really bringing added value to the end users? At Infinix Mobility we are maximizing the space; users can get the support needed, whether off-line or online. Talking about off-line, Infinix has over 40 service centers across Nigeria. We believe that every single user deserve to receive professional after sales service in a short time. Customer care is the core value of Infinix Mobility. Last year, we launched Infinix ZERO which was the first smart phone to be introduced through online retail. Since, Infinix products are first launched with our e-commerce partners. Retailing model is changing fast in Nigeria, traditional stores are moving online such as SLOT. With a ‘factory to users’ business model, Infinix is offering to consumers value for money. If you are not an “e-shopper”, you still can find us on retail stores. For today’s users, social media is extremely important for different reasons. If you want to create better user experience, first listen to your loyal users. At Infinix, we don’t only see social media as a communication platform but also a way to innovate and create value for users. Suggestions are most of the time turned into products.

With over a Billion of habitants in the continent, Africa is the future of handset market. The African market is much more dynamic than Europe and North America. Also, the enthusiasm of Nigerians toward smart phones and technology in general surprised me

How will you rate the acceptance of your products in the market?
Infinix entered the market three years ago, from Infinix ZERO to HOT 2; we acquired certain knowledge of Nigerian market. We are covering the market with only two series: the ZERO and HOT series. ZERO series (Infinix ZERO, Infinix ZERO 2) is offering premium devices still affordable while HOT series (Infinix HOT, Infinix HOT NOTE and HOT 2) are entry level smart phones. Next month, we will officially launch NOTE series which will be more like mid-range product focus on battery life that is suitable for young entrepreneurs seeking for smart phone as working tool. And you know that there is young generation that is entrepreneurship oriented. If I had to rate the acceptance of Infinix products, I will use sales unit factors. So far, our latest device Infinix HOT 2 had reach over 200,000 units. Infinix HOT, its predecessor was the fastest selling device according to Gesellschaft für Konsumforschung (GFK), we surpassed manufacturers such as Nokia and Samsung in terms of sales volume. Finally I will say “Just Google Infinix” (Laugh).
Many people complained of the Infinix Hot2, the phone becomes hot after using it for some time. Secondly, battery gets drained quickly. How will you react to this?
According to our service centers feedback, a really few people are complaining about the heat of their smartphones. It represents a small 2 percent of the sales. However, this is a common issue that users are facing when they make a heavy use of their mobile. We first launch HOT 2 with a standard 2020 mAh battery. As mention earlier, the basis is to listen to users. Recently we launched a 3000 mAh battery for HOT 2 to solve this issue which is available in SLOT.
How have the Android One OS and the partnership with Jumia and MTN help the Infinix brand in Africa?
Let’s say that it shows that Infinix Mobility is a key player in the market. Well, it’s not really the first time Infinix is partnering with Jumia and MTN, remember Infinix HOT NOTE also known as #JIM’sBigThing, “J” standing for Jumia , “I” for Infinix and “M” for MTN. By collaborating with Google, Infinix brings the very 1st Android One smartphone to the African continent –Kenya, Egypt, Nigeria, Ghana, and Ivory Coast. Users from the Asia continent like Indonesia and Middle East are also able to use this fantastic device. Infinix and Google are sharing common values: innovation and quality products/services.

News source :itpulse

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